Lemon8 is described as a “content sharing platform for a youthful community” and has features of both Instagram and Pinterest. The app seems to have the same algorithm as TikTok and is putting creators first.

Key features of Lemon8:

• Features beautiful, authentic, and diverse content.
• Combines features of Instagram and Pinterest. Polished photos and product focus from Instagram. Categorization and lifestyle topics from Pinterest.
• Algorithm similar to TikTok’s recommendation engine.

Creator content and monetization:

• Creators are currently heavily featured on Lemon8.
• There is no clear way for creators to monetize their content on the app, which may deter larger influencers from using it.
• The lack of a creator commercial plan is surprising, given that the app has been operating since March 2020.

Marketer interest and adoption:

• Marketers are interested in Lemon8 and need more information before investing resources.
• Lemon8 has had 6.3 million downloads worldwide in the past six months. The app has had over 256K downloads since its US soft launch in February. 
• Advertisers are exploring the platform, and few brands have taken action yet.

Marketing opportunities and challenges:

• Lemon8’s links to ByteDance and TikTok have caused hesitation among some marketers.
• Marketers are looking for the next emerging platform to fulfil clients’ goals within their roster.
• The lack of a clear monetization plan for creators is a concern.
• The oversaturation of influencers on the app may make it difficult for brands to stand out.